1 October 2001

Why Bigger Isn't Better

Want loyal customers? Try thinking small.

by William J. McEwen
Author of Married to the Brand (Gallup Press, 2005) and coauthor of the Harvard Business Review article "Inside the Mind of the Chinese Consumer"
When Wall Street focuses its attention on rumors and reports of planned company mega-mergers, the real source of any company's ultimate financial worth -- its customers -- often appears to be overlooked. While stock analysts and corporate boardrooms lust after the promise of huge-volume growth and enhanced operational efficiencies, the customer asks, "What's in it for me?"
William J. McEwen, Ph.D., is Global Practice Leader for Gallup's Brand Management practice. He is the author of Married to the Brand (Gallup Press, 2005) and coauthor of the Harvard Business Review article "Inside the Mind of the Chinese Consumer."
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